Mobile Ad Firm Verve Buys Germany's matchinguu

London-based mobile marketing company Verve has acquired German proximity-based push marketing specialist matchinguu for an undisclosed sum.

From its base in Munich, matchinguu offers app developers the means to acquire new users and retain them through targeted, real-time communications. matchinguu's products will now be integrated into the self-service Verve Velocity platform, which is used to reach and engage with local consumers. Verve says this will enable its clients to target new European audiences with enhanced, personalised mobile ad experiences.

In addition, the acquisition speeds up Verve's expansion into Europe, with integration of the Verve software development kit (SDK) into mobile apps throughout Germany. Verve says the integration into popular apps will enable its clients to deliver richer and more engaging mobile ads based on real-time consumer behaviour.

matchinguu CEO Felix Heberle says the combination will allow clients to expand their storytelling capabilities. Ian James, General Manager International at Verve, adds: 'The acquisition came naturally, thanks to the complementary technologies and both parties having similar missions: enabling great storytelling through location-powered data. Working together will make our offering even stronger for our clients and bring Verve firmly into the heart of Europe'.

Web sites: www.verve.com and www.matchinguu.com .